As businesses grapple with the challenges of today’s economic environment, the public relations profession is presented with a unique opportunity. Companies are losing control of their dialogue with customers. Sources — often online — are increasingly shaping the opinions of consumers. Aedhmar Hynes, CEO of Text 100 Global Public Relations, makes the case for how public relations is often more important to brand value than advertising.

How do you stay on your CEO’s radar and demonstrate that you understand his or her business? How can you add value to the executive team? Deborah Linggi, who has worked with leaders from Apple, Hewlett-Packard and Sun Microsystems, offers steps for you to take to become an integral member of the CEO’s inner circle.

As the CEO of one of the largest full-service restaurant chains in the United States, Nelson Marchioli credits public relations for Denny’s success. He speaks with The Strategist about reaching customers via social media, the company’s continued diversity efforts and leading during a recession.

The need for the public relations profession to deliver value and drive positive return-on-investment has never been greater. While the current environment presents challenges for all forms of business activity, it underscores public relations’ most ubiquitous challenges: proving value and connecting public relations performance with business outcomes.

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About The Public Relations Strategist

The Strategist is the only magazine dedicated to executive-level public relations professionals. This quarterly publication provides you with insightful feature-length commentary on the strategic importance of public relations at the management level and views on changing public relations concepts to engage and inform you and your organization.

Content reflects the current practice of public relations, with anecdotes and ideas displaying how a topic has measurable impact on achieving the strategic goals of your organization. Crisis communication planning, corporate reputation management, investor relations and many other subjects are addressed by influential thought-leaders in the public relations profession.

Our articles emphasize the growth and change in crucial areas of strategic communications. The Strategist will help you lead your organization effectively as well as advance your own career.